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Prying -- series continues tonight you've been here for weeks about how the government is sweeping up information about American citizens.
Searching reporter's phone records and emails gathering data of Americans targeting certain groups.
But the political power of your data is nothing new to President Obama and his team.
Here's correspondent Peter Boyer in part for -- prying eyes series.
I wish that I had been able to fulfill your hopes to lead the country in a different direction.
Nearly half of America and Mitt Romney's half an election night 2012.
Came as a shock.
With a terrible economy at home in new dangers abroad President Obama seemed so -- But Romney didn't know what Obama's.
-- an exclusive report finished Obama's team to use the advantages of incumbency.
Time and money to create something new in politics.
Extra credit perfect political corporation Sasha Eisenberg literally wrote the book on this new science of political campaigning that Obama master.
Make sure people won't -- it.
Harnessing data like you -- TV viewing habits your social media network your voting history.
The Obama campaign made a virtual profile of every single -- -- voter in the country.
Then with experiments borrowed from behavioral psychology.
They targeted people with personalized messages.
And coaxed -- to the polls since are basically like drug trials for politics pharmaceutical trials -- the voters are beginning picks this experimental politics was developed in this very plain looking Washington DC office building that is home to the labor giant.
The AFL CIO.
Inside is -- secretive entity called the -- stands to.
What is the analysts and support.
They also instituted -- consortium of of liberal groups parties' campaigns and consultants who was designed specifically to do science and in secret to help Democrats win elections.
Eisenberg likens this enterprise to a political Manhattan Project with the goal of developing political super weapons.
It was first seen in a Michigan governor's race six years ago.
A couple of researchers were testing a concept called identity salience.
They randomly assigned voters to get one of several pre election get up about reminders and one of them said something like.
Your Peter here's your history is a voter interior neighbors' vote histories and then there was a threat.
They threatened to tell your neighbors you didn't vote.
And this increased.
Turn out among the people received -- by 20%.
On the team recognize the behavioral psychology could help them shape what voters thought -- influence how they behaved.
The consortium of psychologists.
Help Obama to define Mitt Romney.
-- to the campaign embedded several people from the analyst institute into the reelection headquarters in Chicago.
And so what was the case to the -- -- -- put the analysts.
Carol Davidson was director of immigration and media targeting for the Obama campaign the.
Hardcore analysts were in that room them for multiple reasons so this was our -- More top secret where -- so you know.
We don't want us pass coming -- to exceed what was on the screens of ever going and we actually during election didn't really want people to that degree even exists as.
The president tech team worked its algorithms to determine exactly who to persuade -- voters were in the battleground states.
-- Davidson figured out how to get the Obama message to those specific voters should develop something called the optimizer.
Which shoulder what television shows the persuade -- bulls were watching and win this information was sold by some of your cable companies.
There's also a lot of people find some sort of creepy about this -- data being out there about them and he is a political campaign.
Any candidate get emails are directing our mail since your house all of kinda like he didn't know the person -- -- -- -- -- any insight and say hi Peter like this is Barack Obama.
That may be jarring.
Train and and -- yeah.
-- would really think -- freak you out so is it is it just difference or is it really concerned about invading your life.
The Democrats have a big advantage on this both sides -- targeted.
The Democrats however took it to the next level.
Karl Rove is a Fox News contributor and former deputy White House chief of staff who was also close to the Romney campaign this is the other single.
Brilliant part of the Obama campaign.
They took their volunteers and a painted them to the voter file and micro targeted up.
And they mapped their social network so they -- who is on your FaceBook page -- on your look at who is linked in with you.
Who was on your Twitter feed and these were brave -- rove insist that Republicans can compete and -- even win this new political arms race.
That will excite many GOP partisans who just won a victory.
But will this new way of politics just give us better manipulators.
Rather than better leaders what happened to old style political.
Gut and political leadership -- you're out there trying to sell an idea that people and convince.
This idea is worth voting for when you put your finger on a good thing because.
If you rely on the dated to dictate everything to you you make no room for leadership to the responsibility leadership is not simply to follow but to mold public opinion in the right direction.
Peter -- more -- reporting our final piece in the series airs tomorrow the ten year old girl.
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